Zara’s live shopping shows are a big hit in China. Can it do the same in the West?
Inside Retail
JUNE 3, 2024
A team of 70 people works on the live show, which is streamed from a 1000sqm space in Shanghai, switching angles between seven cameras, Zara said. Madrid-based Carmen Muley started out hosting AliExpress’ first live stream in China in 2016 and now advises brands on live shopping strategy through her company Paragon Social Commerce.
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